Study On The Advertising Language In The Inscription On Changsha Kiln Porcelain In Tang Dynasty

In the tang dynasty,Changsha kiln was a great kiln which had been extremely brilliant but was forgotten by the history.It is not only for its widely used under the glaze painting process to break the "south green northern white" in the tang dynasty porcelain industry pattern,created the "south to north green color white,Changsha," the new atmosphere,also with the "great hall" poems calligraphy and painting and all sorts of interesting words decoration on porcelain,in the history of Chinese ancient porcelain decoration wrote a beautiful beautiful.There are many advertising slogans in these inscriptions,which are of unique value and significance to the study of ceramic decoration,advertising culture and historical customs.This paper makes a special study on the collection of the slogan in the inscription of Changsha kiln porcelain,and makes an in-depth analysis and exploration on the semantic system and form system of these slogans,in an attempt to comb the form expression of these slogans and explore their surface and deep meanings.At the same time,through these slogans,we can get a glimpse of people's consumption patterns,consumption psychology,aesthetic orientation and their status and value in the development of advertising culture under the political,economic and cultural background of the tang dynasty.First,take the field investigation of the historical literature research method and the on-the-spot investigation of Changsha kiln sites and widely collect relevant literature,in carries on the comprehensive and systematic arrangement,in combination with the historical background of the Changsha kiln in tang dynasty,on the one hand,from Changsha kiln porcelain slogan on the sources,types,characteristics,function and status to analyze the semantic system,on the other hand from the written form of the slogan,writing position,form and system arrangement and analysis of its present form.Then,the paper makes a comprehensive interpretation of these slogans from the perspectives of advertising,marketing and psychology through interdisciplinary research.Based on the analysis of the production and marketing process and advertising activities of Changsha kiln from the perspective of advertising science,it is found that the advertising release activities and the activities of commodity producers and operators in the tang dynasty were actually in a trinity,and there was no systematic advertising activities and no specialized advertising industry.Many modern marketing in the Changsha kiln advertising activities can also be found in the embryo and precedents,from the aspects of marketing to interpret,Changsha kiln businesses mainly adopts the target market positioning strategy,brand trademark strategy,market price strategy,product packaging,beautification and celebrity to marketing,is the tang dynasty folk developed marketing culture is a reflect.Comprehensive psychological theory explores the advertising behavior of Changsha kiln workshop,and finds that the mechanism and process of the action of advertising language are completely psychological,which is summarized as the general process of attracting attention--stimulating interest--arousing desire--purchasing action--satisfying after purchase.At last,some inspirations are analyzed from the advertising slogan on Changsha kiln porcelain and the advertising behavior of its workshop,hoping to provide some reference value for modern advertising design.Advertising designers should take into full consideration the characteristics of The Times,value orientation and aesthetic style of the current society,so as to create more classic advertising works.